When you’re writing online, being unique doesn’t matter nearly as much as being found.
I’m not sure I could disagree more. But I’ve jumped in half way through his post. Let’s backtrack a bit.
Andy begins:
A blogger showed me his website the other day.
…
But no one was reading it.
Firstly: let’s just observe that you were shown a website… and now you’re talking about it… but you haven’t linked to it? You’re complaining about its lack of discoverability, while simultaneously being part of the problem.
Hyperlinks remain, as they have been since the mid-to-late 1990s, a primary mechanism in helping search engines’ spiders to discover new sites, and nowadays they’re doubly-important because they help establish legitimacy.
When you search for, say, “history of web search” and this Wikipedia article is at the top, a significant reason for that is that people link to that page when talking about the history of web search! A secondary reason is that lots of people link to Wikipedia in general.

Berating somebody for an unindexed site… but not linking to that site… feels awfully-close to victim-blaming!
(Especially recently, as still-dominant search engine Google continues to make it harder and harder for “new” sites to get onto the ladder.)
When I asked him why he didn’t just use WordPress or Bear Blog, he looked offended.
“Those are so basic. Everyone uses those. I wanted something unique.”
I’m not sure I understand the logic of the person whose argument against e.g. WordPress is that it’s not “unique”. There are lots of great reasons that you might use WordPress. There are lots of great reasons that you might not. The right choice of CMS should be based on a variety of factors.
It’s possible that the person being referred to meant “customisable”. They’d still be wrong (in the case of WordPress, at least: Bear Blog offers significantly less customisation options, which is fine if the other features are what you’re looking for), but anyway: the short of it is that I briefly agreed, here, until:
WordPress powers about 43% of all websites. That means search engines know exactly how to read WordPress sites.
They know where to look for the content, the metadata, the tags.
Let’s correct the points here:
- Search engines know exactly how to read HTML. WordPress outputs HTML. (If you’re outputting HTML, your site can be indexed. Hell, even that isn’t a firm requirement: my plaintext-only blog shows up in search engines!)
-
Web standards dictate how content, metadata, and tags should be laid out. A search engine’s spider doesn’t look at your site and go “hey, it’s WordPress, so I need to
look for this“. Instead, it’ll generally look for content and metadata based on established standards. Titles, headings,
<meta>
tags, semantic elements: these are the things a search engine looks for. - Sure, WordPress gets those things right. But they’re not hard to get right. You shouldn’t use WordPress (or Bear, or anything else) based just on the fact that it exposes metadata correctly. Any site can do this. And because what’s eventually exposed to the search engine – and to the user – is HTML code… which is independent of the CMS that generated it… it doesn’t have to matter what the underlying CMS is.
Then there’s some more confusion:
Here’s what matters: WordPress and other major platforms have spent years optimising for search engines and social sharing.
They’ve spent millions making sure posts load fast.
This sounds like it’s conflating WordPress (the open-source CMS) with one or more of several WordPress hosting providers (probably WordPress.com). That’s a common mistake, but it is a mistake.
WordPress can do terrible SEO. WordPress can be really slow. Trust me: in a previous life I’ve made a part of my living out of fixing and improving people’s WordPress-powered websites! A large part of this comes from WordPress’s flexibility: the theme you choose, for example, can completely change the functionality of your site. Inspired by my plain text blog, Terence Eden made a WordPress theme that does the same thing! That WordPress theme completely upends the way that most people would use WordPress, but it’s still fundamentally WordPress, even though it exposes to search engines no HTML code, no metadata, and no tags.
WordPress can also do great SEO, and it can be really fast. A properly-configured WordPress site can be a well-oiled machine. But if you conflate WordPress itself with its output, you’re arguing against a straw man.
Don’t get me wrong: I love WordPress! But I dislike people making the false claim that if you’re not using it (or another popular blogging tool), you’re destined to fail at SEO. There’s nothing “magical” about WordPress. It just takes content and renders HTML, in the end!
But all of this is moot, perhaps, when we get back to that first point:
When you’re writing online, being unique doesn’t matter nearly as much as being found.
This entire statement presupposes the purpose of “writing online”.
It’s 100% okay to write for yourself, first and foremost. It’s also okay to write for a small target audience, like for your friends or family. It’s okay to write content that isn’t exposed to search engines (consider all of the wonderful content that my fellow RSS Club members put out, sometimes!). It’s okay to write just for the joy of making things.
A website doesn’t have to be “professional”, as Andy’s post goes on to imply. A website doesn’t have to be anything in particular. A website can just… be. And that’s enough.